The latest market research data show that in the fourth quarter of 2017 India's smart phone market sales rankings, the top ten in addition to Samsung are all occupied by Chinese manufacturers, the market share of more than 50% .Reporter recently into the OPPO and Millet stores in India, an interview with Indian consumers and business executives, looking for the initial success of China's mobile phone to India secret.
Customers who buy Chinese mobile phones lined up
Tricycles, bicycles, rickshaws, cars crowded On a narrow pavement, people walk in disorder in the middle of the car, whistling and shouting mixed together, which is Rajput Nagar, Roughly on the streets of Varkar, not so commendable as the noisy landscape is the huge billboards of several cell-phone shops in the street, green oppo and blue body that add some modernity to the streets.
A semi-basement in the middle of the street called the Starcom mobile phone shop, a small door packed with mobile phones of different sizes.Gossignal owner warmly told this reporter that the store has 22 mobile phone brands, of which 10 from China .
The third door on the left hand side is the OPPO store, two meters behind the counter is a huge advertising staff Hu Saini told this reporter, this is the brand's first store in South Delhi, opened in 2014, just opened When the monthly sales of 10 or so, now has reached 40 to 50, 3-year mobile phone sales has just opened more than 4 times when Husseini excitedly said that Indians like Chinese mobile phones, Golden Dragon Hotel across the street Attendants have bought the OPPO phone, the waiter's family also bought the OPPO, also said to reporters with a hotel to verify the matter.
About 8km away, Nepalese Square OPPO mobile phone store in Delhi is much more stylish and spacious with more than 120 square meters of store space. There are an endless stream of customers entering the store. According to a rough calculation by the reporter, about 15 in about 15 minutes Customer patronage .Sellet Manner manager told reporters that the store opened in April 2017, in less than a year, the monthly sales have been opened twice.
Gupta said that this is the mobile phone for his wife to buy, his wife like to Selfie, OPPO known as self-timer.In addition to Selfie, this phone also face recognition screen unlock feature, fast Gupta surprised some of the ways, and soon finalized the phone.
In South Delhi will be the mall on the second floor of the millet mobile phone stores the same lively.Reporters saw the purchase of mobile phones are long queues, this scenario so that reporters really surprised.Like manager Tucker explained that today is the hair Payday, people want to buy their favorite mobile phone after the money.A store in an Indian military told this reporter, he liked the millet phone, inexpensive.
Millet Sales Manager Shree said that this is the first entity Millet opened in South Delhi in August 2017, the business is very good now that millet has opened more than 20 stores in India, hoping to reach 100 by the end. Shri said that millet is mainly online sales, the main store to open 'rice noodles' to experience the latest products.
Meet the needs of the implementation of localization strategy
China mobile phone manufacturers in India can have such a fast pace of development, in addition to cost advantages, the most important is the localization strategy.
OPPO just entered India, the perception of the Indian mobile phone market is almost double the smear, the Chinese products directly take over the results of consumer feedback in general OPPO vice president and head of overseas mobile phone division Li Bingzhong told this reporter, They worked with research institutes such as Nielsen to conduct several surveys on the Indian market and hold symposiums with young consumers for face-to-face communication, revealing that young people like to take pictures, especially selfies, which is good Entry point.
OPPO launches its flagship selfie phone in India in 2016. As soon as the launch of the product was widely welcomed, leading the trend of self-photography of smartphones in India, other handset brands in the Indian market have launched similar mobile phones. So far, Selfie series have been launched three generations of products to continuously consolidate In the field of Selfie's leading position.
OPPO also constantly optimize the Selfie function, such as India, users do not like excessive color white, require maintaining the original color under the premise of beauty; many Indian men require self-timer beard hair to maintain clarity; ordinary beauty technology will weaken India's unique Auspicious moles cultural logo, OPPO optimized for these special needs.
And OPPO similarities and differences, millet also targeted the Indian market characteristics of the localization of products.Xiaomi Xiaoxiang, senior vice president, said that millet designed a unique operating system for India, equipped with India Rail Card and other convenient features, also designed Special charger to prevent current instability caused by the problem India's high temperature, in order to prevent the battery overheating, millet in the phone with a special coating design and the card slot into a '2 +1', you can use two communication cards and one Memory card to meet Indians to watch video needs.
Faced with Indian Prime Minister Modi's 'Made in India' and rising import tariffs on mobile phones, Xiaomi and OPPO are invariably set up factories in India.Li Bingzhong introduction, OPPO has been in India, Uttar Pradesh, assembly plant, the annual output 10 million units for the local new more than 4,000 jobs, the second phase of the factory has also been under construction and is about to put into production, at the same time with the local government has reached a memorandum on the construction of forward industrial park now OPPO sales of mobile phones in India all Are produced in India.
Madhu, general manager of millet India, said that up to now Xiaomi has established three factories, especially in March 2017 to establish a second factory hired local 100 villages more than 6,000 people, more than 90% of the staff are female.At present, India More than 95% of the millet products sold are produced in India.
Brand reputation and popularity continue to rise
Chinese mobile phone unique sales strategy in the Indian market to further boost the momentum of its development.OPPO through entertainment and sports marketing strategy to show the young, stylish brand features: please actress endorsement of the first-line Bollywood, female star custom machine; become India National cricket team official partner, and for two consecutive years to introduce cricket custom machine and related sales activities; launched for two consecutive years India's largest holiday Diwali custom machine; to expand sales outlets, there are 550 after-sales outlets throughout the state.
Innovation is the constant theme of China's mobile phone companies gaining a firm foothold overseas. Take millet as an example, it constantly pursues product innovation and attempts on various technologies. "There are many groundbreaking firsts of millet, such as the first Full Screen Concept Machine - Millet MIX. Li Bingzhong said that innovation has shaped China's mobile phone market in India with high-quality image.
It is precisely because of excellent quality, the right price, localization strategy and positive marketing strategy to make China's mobile phone quickly occupy the Indian market share.At present, India's telecommunications industry is in the process of replacing 4G, from functional machine to intelligent machine conversion stage.With India With the rapid economic growth and the explosive growth of the Internet, smart phone sales are in a phase of rapid growth and the market is not yet saturated. According to the latest data, total smart phone shipments in the fourth quarter of 2017 increased 37% and handset shipments increased 12%.
Li Bingzhong believes that the large-scale Chinese mobile phone brand officially entered the Indian market in 2015 or so, after two years to enhance brand awareness on the basis of 2017 reputation continues to rise.Nielsen survey results show that, OPPO brand awareness in 2017 Nearly 90% is already a well-known mobile phone brand January 2018 data show that OPPO user loyalty has reached 43%, second only to Apple's mobile phone.
Chinese brands continue to expand their market share in India while redefining 'Made in China' through high-quality products. Domestic handset makers have achieved initial success in overseas markets in India.